We all have a love/hate with direct mail. It stuffs our mailboxes and recycle bins, especially while we’re away on vacation or traveling for work. We toss the information immediately without giving the postcard or flyer a second thought.
The direct mail pieces that arrived in my mailbox today, were covered with fear messages splashed in red lettering across the top of the postcard. “Your car warranty will expire today! “Call immediately to ensure you are covered for any future repairs!” For a split second, my brain thinks, “Holy dog tails! If I don’t call today, I will be left out!”
Seconds later the postcard is tossed into the trash.
In the past six months, I’ve noticed mixed, within the junk mail, are postcards printed on heavy quality paper with design aspects seen in Dwell magazine or an Apple store.
The heavy paper, with just a little roughness, feeds my tactical senses. Images of hanging out at a coffee shop in the winter with a fireplace in the background float through my mind.
This postcard stood out immediately for two reasons: quality of paper and marketing message. Instead of screaming for attention, the copy and design conveys a different message – it says, “I’m worthy of your attention. I can help you.”
No surprised, when I see Warby Parker on the postcard. The direct mail piece is a continuation of Warby’s concept of great design and easy of selection mixed with disruption.
After looking through the postcard pamphlet, I took a quiz to determine which glasses would look best based on my preferences. The selection of frames is amazing. I saved the informaiton for future shopping reference.
Quality marketing content directed at the correct target market rarely fails unless something else impeded the campaign. I know from experience when the message is authentic with information to solve a problem, individuals will engage with the content.
Direct mail campaigns have value in our digital driven world. Especially with social media networks experiencing ethical growing pains.
In August 2017, Steve Pulcinella article “Why Direct Mail Marketing is Far From Dead” was featured on Forbes.com. Pulcinella highlighted research conducted to determine if direct mail engagement was increasing or decreasing because of social media networks and digital communication.
Surprisingly, the researchers discovered engagement was increasing especially within the Millennial generation. In the sea of digital information, humans still crave the tactical engagement received from physical mail such as birthday cards and handwritten notes.
Another direct mail postcard included in my keep pile is from UpWork. The postcard provides specific information on how I could find freelancers to help with my consulting business.
Here are five tips for building an effective direct mail campaign.
- Target the correct market. When I worked in corporate brand marketing and as a director of marketing at a startup, we always focused on who would most likely purchase the product or service.
- Always produce quality authentic marketing content, with the goal of leading the customer or client to the website. Always business website first before social media networks. Why send potential customers anywhere else?
- Quality design is a must. Yellow postcard with screaming red letters no longer drives engagement instead creates a quick trip to the trash can.
- Take the time to create something unique, tell a story and explain how you can help the potential customer.
- Maintain a quality database. Save a backup copy of database somewhere other than the cloud. Just in case.
Warby Parker only needed to send one piece. I have kept the triple fold postcard on my desk for months, thinking about my next pair of glasses. Something with a little edge, something cool to wear instead of the generic boring pair I currently own.
Think about how a quality authentic direct mail campaign could drive engagement and change your business.